Both based in St Louis, Monsanto and FleishmanHillard have a solid historic relationship. After previously serving as the company's AOR in the 80s, FH has more recently worked on branding and comms projects for some of the company's divisions.

It is understood that FH prevailed in a pitch that included at least two other global PR firm contenders. Burson-Marsteller and APCO have also handled specific assignments for Monsanto in recent times.

According to sources familiar with the situation, Monsanto is aiming develop a more cohesive communications approach, in the face of sustained NGO criticism. Earlier this year, a 'March Against Monsanto' protest was held in numerous countries, following a Facebook campaign that attacked the company's promotion of genetically modified crops.

While the assignment will be led from the US, it is likely that its scope will be international, given the global nature of the issues that the company faces. For example, Monsanto recently confirmed that it will cease marketing new GMO seeds in the European Union, because of public opposition.